A pink goat greets us as we enter a non-descript warehouse in Alexandria, followed by crashing waves, a denim flag and a welcome line of models threatening to fight us with feather pillows.
Welcome to Diesel Island, ‘the land of the stupid and home of the brave’. Where cocktails are served with provocatively labelled flags, scantily Diesel-clad ‘island natives’ loll about in tree houses and Alexandra Richards (daughter of Rolling Stone, Keith Richards) DJs to over 250 well-heeled ‘pioneers’.
|Diesel Island... where heels are high & goats are pink|
|The locals in their natural habitat|
|Island Law #2; Trouble makers shouldn't be sent to jail but art school|
Conceived by advertising agency Santo, the campaign documents the first pioneers arriving on the tropical island – “living exciting experiences, solving some of the world’s oldest problems and holding wild parties to celebrate the birth of their nation”.
Martin Matthews, General Manager of Brand Collective, explains that while Australians aren’t as aware of Diesel’s satirical, ironic character, the concept of challenging the status quo and rewriting the rules while having fun resonates with the Australian ethos.
|Alexandra Richards DJs to the crowd|
Watch the history of Diesel Island
|Pioneer Jane Willesdorf enjoys a rebellious cocktail|
|"We prevent terrorist attacks by not pissing them off"|